SM Agency

SM Agency

About the Author

SM Agency is a full-service digital agency specialising in creating emotional experiences through marketing. We rely on the newest neuroscientific methodology and technology which allow us to get +97% precision in audiences’ emotional understanding and +250% campaigns performance growth. Our experienced team helps brands of any nature connect with customers at a deeper level and get the most out of their marketing campaigns.

You have an amazing product. You have an amazing service. You go out there, you run some Facebook ad campaigns because that's what everyone is doing, but you find yourself just spending a lot of money with no return.

It’s like no one cares about your ads. They're not clicking on it.

And if you do get some clicks, none of them convert into customers.

Why could this be?

No worries, in this article we are going to share with you why your Facebook ads don't work and how you can make them profitable.


Hi there, and welcome back to Serendipity Marketing. We're a digital marketing agency with a mission to help small businesses grow by applying psychology to their marketing strategies.

Before we get started, please go ahead and follow us on LinkedIn, Facebook, or Instagram.


Before we get started, we have a question: How much do you spend per month on Facebook ad campaigns? Let us know. That's part of the reason why your ads may not be working.

So, here's the thing. There are a few things that you need to do to ensure that your Facebook ads are going to work and they're going to be profitable.


1. Don’t send traffic to cold audiences


Make sure you're not just sending traffic to cold audiences. You know, a lot of people want to go out there and just be like "Let me go find random people based on some interests and target them and get them to buy."

We are not saying you can't make that work. It is hard. But what you should just start off with is to remarket all your existing audience and get them to buy.

So, show your ad on Facebook, bring them back to your site to get valuable information and get to know you, and then retarget them to get them to buy.

Do things that create a lookalike audience and find all the other people who are relevant, very relevant.

Because you could do lookalike audience on Facebook ad campaigns. You want to ideally pick 1%. And then find all the other people that you should be targeting because those buyers are similar to the ones that are like your audience, and Facebook will figure that out for you.

If you're targeting those people, it'll help you generate more sales.


2. Spend enough to test out


You need to spend enough when you're testing things out.

When you start off with Facebook ad campaigns, spend £100, and you can't make things work. And this is why we asked you how much you spend on Facebook ads.

Well, if you're not spending enough to get the ball rolling, you're not really going to get ROI.

When it comes to budgets on Facebook, it's all about spending the right amount.

You got to spend enough to test to figure out the audiences that work, the messaging, and the ads.

You also can't spend too much too quickly because if you scale up your ads too fast, you'll find that Facebook gives you a similar amount of clicks for the same amount of money.

For that reason, you have to gradually increase what you're spending.


3. Use remarketing


The next thing you have to do is that you need to remarket all the people that almost bought or almost signed up.
And here's what we mean by this. You got a checkout page. Someone has all these products on their checkout page, but they don't buy.

Well, you should show what it's like to be a customer through a video remarketing ad, not just on Facebook, you should also do that on YouTube. That converts so well.

You can do the same with services. People go to your service page, they almost fell out of the lead, but they don't convert, what do you do?

Well, you go and create a video of what it's like to be a customer, what it's like to sign up for your service and show them that on Facebook through remarketing as well as on YouTube.

That converts extremely well.


Alright, now before we move on with the next Facebook ad campaigns tips, have you ever thought about how much you should invest in marketing to generate constant business growth? Click the button below to calculate the ideal marketing budget you should allocate for higher visibility, engagement, and profit.

How much should you invest in Digital Marketing?

4. Be aware of your copy


Another thing that you'll find about Facebook ad campaigns is that your copy may not be doing well. Why is that? Well, your copy, your ads, if you just create it, you can't always just expect it to randomly do well.

You have to see what's working for other people.

Facebook has a library. Check out their library. It shows you all the other ads in your space.

If you can see that people are spending a lot on ads that are competitors, they have specific messaging, you know it's working really well for them, and there's a good shot that if you do something similar, it may work for you as well.

That's where we would start, especially if we’re creating campaigns.


5. Sales Funnel


Next, what's your funnel like? Everyone assumes that when you spend money on Facebook if it doesn't work, something is wrong with Facebook.

It could be your own site. If you don't look at your own site, and your funnel, then you may not end up maximizing your revenue.

You can use tools like ClickFunnels. You can end up looking at your competitors' funnels because through Facebook's library, you can see all their ads.

Click over to their landing pages, see what their funnel looks like, and if you see two or three of your competitors using a specific funnel, specific sequences, with up-sells, down-sells, specific types of copy, and you now know what is working well in your space.

Now if you start there, that's how you could end up figuring out how to make your Facebook ads work.

If you just end up going like “I'm going to just throw stuff out the wall and see what sticks, and then go from there”, you're going to end up losing a lot of money.

Now, before we end this article, we do want to give you one final tip.


6. Use video ads


We found through all our testing that video ads tend to perform better than text-based and image-based ads.
Use videos.

Don't just optimize for a click. If someone spends time watching a video like two, three, or four minutes, and then you get them, you make it less people to your site, but more of those people will end up converting.

So, don't just optimise for a click, optimise for a sale. That sale should be at the end of your funnel, right? You're looking at tracking revenue. How much are you spending? How much money you're making? It shouldn't be hey, I spent all this money, how many clicks I'm getting?

Clicks don't matter. Sales matter.

You have to optimise for revenue or leads.

If you don't sell a product, you want to optimise for leads.

If you have a service-based business and you can optimise for revenue on the front end because someone can sign up through self-service, that's fine too.

If you need help with your Facebook ad campaigns to grow your business in terms of visibility, engagement, and profit, contact us today and speak with one of our digital marketing experts to see how we can build the bridge between the point you’re standing at right now and your goals.

12 min

Have a project in mind?

Book a call with our team

be part of our EXCLUSIVE community!